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University Publication Guide 2007–2008

News Release Guidelines

Introduction

Public Affairs and Publications, along with a few other offices around campus, sends out news releases. Public Affairs and Publications staff announce news about many campus activities, events, and achievements, but they also depend on the contributions of other campus departments to disseminate information. Having accurate, well-written information and a consistent format enhance the university image and ensure that releases are noticed.

If you need to distribute information to the media frequently, contact Public Affairs and Publications to have us write the release. If you send out more than, say, five news releases a semester, then you may choose to create news release stationery for your program and distribute releases directly from your office.

News Release Stationery

News release stationery helps the University to present a news release that looks consistent with other publication designs and to send out information in a format the media can quickly recognize.

Public Affairs and Publications uses the stationery for all its news releases. Any program, department, or college sending its own releases should customize it. For example, the College of Business would put its name, phone, fax, and e-mail information in the three lines to the right of the word "News," replacing the Public Affairs information.

To begin using the stationery, contact Joe Wills, director of Public Affairs and Publications (phone x4143, fax x4491, zip 125), who will arrange with IMC Graphics and University Printing Services to customize your news release stationery.

Style

Use the following criteria when composing news releases:

Credibility: Write accurately, objectively, clearly, and concisely to create credible news releases. Present the subject of the news release so that the reader feels the subject is important, correct, and sufficiently described.

Brevity: News releases should only be as long as is necessary to impart vital, accurate information—who, what, when, and where—and background information that explains why the release was produced.

The writer should always remember that the reader may not be familiar with the release's subject. If there is any doubt about readers understanding programs, policies, or other aspects of a release, explain them.

Correctness: Spell-check and proofread every news release. Also, check for accuracy. Public Affairs uses the Associated Press Stylebook and Libel Manual as its guide for usage, spelling, punctuation, and other writing needs. AP style is the style of choice for most media outlets, and is taught in CSU, Chico's journalism department.

Campus offices putting out news releases are strongly encouraged, but not required, to use AP style. For style for other publications, use the CSU, Chico Writing Style Guide.

Objectivity: Refrain from hyperbole or speculation. Attribute perspectives or opinions about a news release to someone, unless there is consensus about it. For instance, everyone agrees that Bidwell Park is pretty, so you can write, "The economics club plans to hold its fund-raiser in scenic Bidwell Park." By contrast, not everyone may agree that CSU, Chico's economics club is the best in California. If the College of Behavioral and Social Sciences dean thinks so, you can state it via attribution, such as, "I'm pleased the economics club is having another fund-raiser," said Dean Ann Smith. "These students have formed the best economics club in the state."

Guidelines

To send out clear, timely, and effective news releases from your program, use the following guidelines:

Double-check with Public Affairs and Publications about whether you should send a release. In particular, Public Affairs and Publications must cover news of important campus activities, events, and achievements.

Use customized news release stationery. Review adaptations or plans for news release stationery with Public Affairs and Publications.

Check with Public Affairs and Publications to make sure you send news releases to all relevant media.

Include the following elements in all news releases: date of release, name of contact person who will respond to media inquiries, and headline above body of news release.

Unless otherwise arranged, send all news releases for proofing or editing to either Joe Wills, director of Public Affairs and Publications (phone x4143, fax x4491, zip 125), or Casey Huff, university publications editor (phone x4139, fax x4264, zip 040).

Copyediting marks are explained at the end of this publication to help you correct your copy after the editing process.

Sample News Release